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From spending to understanding: Analyzing customers by their spending behavior

Author

Listed:
  • Otto, Philipp E.
  • Davies, Greg B.
  • Chater, Nick
  • Stott, Henry

Abstract

In customer segmentation, a common strategy is to use individual differences as a predictor of future behavior. Recent advances in data management in large financial institutions give an unprecedented and potentially powerful source of data for identifying such differences. We show that spending data can substantially help target the direct marketing of financial products, and constitutes new information, not captured by demographics. In particular, a systematic combination of this independent source and more traditional measures can enhance the predictive power of marketing research and improve the relationship with customers as illustrated in a direct mailing selection method which substantially raises response rates.

Suggested Citation

  • Otto, Philipp E. & Davies, Greg B. & Chater, Nick & Stott, Henry, 2009. "From spending to understanding: Analyzing customers by their spending behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 16(1), pages 10-18.
    • Handle: RePEc:eee:joreco:v:16:y:2009:i:1:p:10-18
    DOI: 10.1016/j.jretconser.2008.04.001
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    Cited by:

    1. Martins, Maria Cristina M.S.G. & Cardoso, Margarida G.M.S., 2012. "Cross-validation of segments of credit card holders," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 629-636.

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